Jessica Bell van der Wal
Co-Founder + CEO, Frame
Bio: Jessica Bell van der Wal is CEO & Founder of Frame, transforming fertility and family building with a virtual-first collaborative care model. Inspired by her own journey, she founded Frame to address critical gaps in reproductive healthcare, delivering scale, access, and measurable outcomes. She previously led growth, customer success, and strategy at Castlight Health, Nike, Deloitte, and Genentech. Jessica serves on advisory boards for leading digital health companies and women’s empowerment organizations. She holds a BA in Public Health from UNC Chapel Hill and an MBA from Harvard Business School and lives in San Mateo, CA with her husband and daughter.
Org Info: Frame is an AI-powered collaborative care platform transforming reproductive health by integrating into clinical workflows to support providers and patients throughout the fertility journey. Trusted by a nationwide network of primary care, OB/GYN, and fertility clinics, Frame reduces administrative burden, boosts engagement, and maintains >95% patient satisfaction score. By embedding into existing systems, it delivers personalized care and coaching, improving outcomes and efficiency while addressing critical gaps and bridging wellness with traditional medical care.
What motivated you to pursue your current work? (i.e., What is your “why”?)
I’m motivated by lived experience. Discovering infertility and related conditions later in life, navigating care entirely out of pocket, and becoming a parent later than planned showed me firsthand how complex the system is. My husband, also my co-founder, experienced the infertility journey alongside me. These experiences fueled our determination to help others, shaping Frame as a platform that bridges gaps for patients and providers. Our daughter is a daily reminder of why this mission matters.
What distinct value does your work bring to the digital health field?
Frame is building the infrastructure powering the future of women’s health. By embedding in existing provider workflows, we uncover reproductive health issues earlier, optimize fertility and maternal outcomes, and reduce provider burnout. Our platform delivers personalized, longitudinal care at scale, bridging gaps between patients and providers. We’re not just a product. We’re infrastructure: the first stop for women’s health, creating a scalable platform that connects fertility, preventive care, and foundational health for the next generation.
How does your work impact your target end-users or stakeholders?
One in six people experience infertility, yet many face late diagnoses and barriers due to cost, access, and stigma. With over half of U.S. counties lacking an OB/GYN and just 8% having a fertility clinic, disparities are widespread. Frame expands access virtually through early risk screening, personalized care plans, navigation, and emotional support. By reaching patients earlier and outside traditional care, 90% achieve family-building goals, anxiety drops 78%, and outcomes improve, particularly for those historically underserved in fertility care.
What is one exciting update or near-term opportunity that you would like to share with the digital health community?
One exciting near-term opportunity is our strategic collaboration with Labcorp, enabling seamless access to their comprehensive fertility testing—hormone panels, semen analysis, and genetic screening—paired with virtual result reviews and care navigation. This step expands Frame’s reach beyond provider workflows to diagnostic ecosystems, delivering faster insights and smoother patient paths to care. It’s a glimpse into how we’re building a more integrated experience while continuing to empower patients and ease provider burden across the continuum.
Bio: Jessica Bell van der Wal is CEO & Founder of Frame, transforming fertility and family building with a virtual-first collaborative care model. Inspired by her own journey, she founded Frame to address critical gaps in reproductive healthcare, delivering scale, access, and measurable outcomes. She previously led growth, customer success, and strategy at Castlight Health, Nike, Deloitte, and Genentech. Jessica serves on advisory boards for leading digital health companies and women’s empowerment organizations. She holds a BA in Public Health from UNC Chapel Hill and an MBA from Harvard Business School and lives in San Mateo, CA with her husband and daughter.
Org Info: Frame is an AI-powered collaborative care platform transforming reproductive health by integrating into clinical workflows to support providers and patients throughout the fertility journey. Trusted by a nationwide network of primary care, OB/GYN, and fertility clinics, Frame reduces administrative burden, boosts engagement, and maintains >95% patient satisfaction score. By embedding into existing systems, it delivers personalized care and coaching, improving outcomes and efficiency while addressing critical gaps and bridging wellness with traditional medical care.
What motivated you to pursue your current work? (i.e., What is your “why”?)
I’m motivated by lived experience. Discovering infertility and related conditions later in life, navigating care entirely out of pocket, and becoming a parent later than planned showed me firsthand how complex the system is. My husband, also my co-founder, experienced the infertility journey alongside me. These experiences fueled our determination to help others, shaping Frame as a platform that bridges gaps for patients and providers. Our daughter is a daily reminder of why this mission matters.
What distinct value does your work bring to the digital health field?
Frame is building the infrastructure powering the future of women’s health. By embedding in existing provider workflows, we uncover reproductive health issues earlier, optimize fertility and maternal outcomes, and reduce provider burnout. Our platform delivers personalized, longitudinal care at scale, bridging gaps between patients and providers. We’re not just a product. We’re infrastructure: the first stop for women’s health, creating a scalable platform that connects fertility, preventive care, and foundational health for the next generation.
How does your work impact your target end-users or stakeholders?
One in six people experience infertility, yet many face late diagnoses and barriers due to cost, access, and stigma. With over half of U.S. counties lacking an OB/GYN and just 8% having a fertility clinic, disparities are widespread. Frame expands access virtually through early risk screening, personalized care plans, navigation, and emotional support. By reaching patients earlier and outside traditional care, 90% achieve family-building goals, anxiety drops 78%, and outcomes improve, particularly for those historically underserved in fertility care.
What is one exciting update or near-term opportunity that you would like to share with the digital health community?
One exciting near-term opportunity is our strategic collaboration with Labcorp, enabling seamless access to their comprehensive fertility testing—hormone panels, semen analysis, and genetic screening—paired with virtual result reviews and care navigation. This step expands Frame’s reach beyond provider workflows to diagnostic ecosystems, delivering faster insights and smoother patient paths to care. It’s a glimpse into how we’re building a more integrated experience while continuing to empower patients and ease provider burden across the continuum.